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Volume 5 Number 1, January-June 2017
1
STRENGTHENING HUMAN CAPITAL COMPETENCE
FOR TOURISM INDUSTRY IN UPPER NORTHERN
THAILAND TOWARDS ASEAN ECONOMIC
COMMUNITY
Associate Professor Dr. Makha Khittasangka,
Mr. Komin Wang-On,
Mrs. Natthida Jumpa,
Mr. Phithak Ratanasaengsawang,
Miss Penpak Chainurak,
International College of Mekong Region,
Chiang Rai Rajabhat University, Thailand.
ABSTRACT
The research aimed to investi-
gate and analyze the potential areas in
the upper northern part of Thailand
with particular emphasis on the study
of cultural tourism in the perspectives
of integrated Lanna culture, and
along with the study of local wisdom
linked to cultural tourism. The study
content was based on the skills and
practical standard of the personnel
working in the tourism industry, the
formulation of the strategic plan in
building competency of the personnel
as considerably human capital, the
proposed policy implications for
value added in accordance with the
formation of the tourism groups as a
result of ASEAN Economic
Community establishment. The
purposively selected sampling has
been categorized into 3 groups; (1)
tourism administrator and staff, (2)
tourism service provider and tourism
administrative committee, (3) acade-
mic scholar and researcher, these
sampling population groups working
in 8 provinces of upper northern
Thailand, namely; Chiangrai,
Chiangmai, Mae Hong Son, Phrae,
Nan, Lampang, Lampoon, and,
Phayao. Within the sampling
population, there were two areas to
investigate into Lanna culture
identity; (1) physical culture, (2)
indigenous wisdom linked to cultural
tourism. The total study areas were
32 tourism destinations. Statistical
used for proving reliable evidences
were mean, and standard deviation.
The study has revealed that
high competency was found in
cultural tourism on perspectives of
integrated Lanna culture both
physical and indigenous wisdom
linked to cultural tourism. The
sampling groups as represented
identity of Lanna culture were
assessed according to the standard
and quality of tourism destination
which found at the high potential
Volume 5 Number 1, January-June 2017
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level. It has implied the ability to
respond to the market demand of the
tourists from ASEAN Economic
Community was sufficient, in the
meantime, the competency building
on human capital of the tourism
personnel has been potentially
fulfilled by the tourism agencies at all
levels. While formulation of the
strategic plan in building human
capital for tourism personnel was
found the necessity to seek
collaboration among the Allied
Tourism Organizations by ways of
looking into the improvement of
organizational structure as well as to
propose the national level on the
value added plan to increase the
country revenue from tourism sector.
Above all, the Allied Tourism
Organizations should set up the
tourism networks among countries in
ASEAN Economic Community.
KEYWORDS
Human capital competence, Tourism
industry, Northern Thailand, AEC
INTRODUCTION
According to World Eco-
nomic Forum Report (2012) as
authored by Thierry Geiger that the
travel and tourism (T&T) sector has
become an important driver of
growth and prosperity for many
countries. It is estimated that T&T
sector account for about 9 percent of
GDP and employment worldwide.
Yet, despite its economic weight and
the many benefits it provides,
numerous obstacles hinder its
development, including in countries
of the Association of Southeast Asian
Nations (ASEAN).
By 2015, ASEAN member
countries aim to establish the
ASEAN Economic Community
(AEC), a security, economic, and
socio-cultural community of over 600
million people that should by then
account for almost 5 percent of the
world GDP. ASEAN leaders have
long been recognized the vital role
T&T can play in realizing their
vision.
The potential for developing
the T&T sector is enormous. The
Southeast Asia region may have
many assets to lure the visitor. It
boasts some of the world‟s most
spectacular landscapes and attraction,
vast ecosystems with stunning
wildlife, and rich culture and history.
There exists a long tourism tradition
in parts of the region. The T&T
sector is estimate to account for 4.6
percent of ASEAN GDP and 10.9
percent when taking into account all
indirect contributions. It directly
employs 9.3 million people, or 3.2
percent of total employment, and
indirect support 25 million jobs.
(Thierry Geiger, 2012)
Lunached in 2007 the World
Economic Forum‟s Travel and
Tourism Competitiveness Index
(TTCI) aims to identify and measure
the obstacles to and enablers of, T&T
development. The present study
analyzes the performance of eight
member countries of the ASEAN in
the TTCI as shown in Table 1, from
Thierry Geiger, 2012)
Volume 5 Number 1, January-June 2017
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As appeared in Table 1 has
indicated that tourism performance is
mixed, however. The sector is well
developed in some countries and only
nascent in others. Malaysia is one of
the world‟s top 10 destinations, with
about 25 million visitors per year,
while the Philippines, despite its
much larger population, attracts six
times fewer. Thanks to the region‟s
strategic location, cultural and natural
heritage, diversity, tradition of
tourism, and political will, T&T in
ASEAN holds great potential. The
assessment of ASEAN member
countries in the TTCI 2011 draws a
mixed picture of the region.
Singapore (10 th), Malaysia (35 th),
Thailand (41 th), Brunei Darussalam
(67 th), Indonesia (74 th), Vietnam
(80 th), the Philippines (94 th), and
Cambodia (109 th) span almost the
entire range of the 139 economies
cover by the TTCI.
Table 1. Selected tourism and economic indicators for ASEAN members,
2011.
Sources: World Economic Forum; UNWTO 2012; IMF, World Economic Outlook
(April 2012); and authors‟ calculations.
Figure 1. The TTCI framework.
(Sources: The ASEAN Travel & Tourism Competitiveness, 2012)
Volume 5 Number 1, January-June 2017
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Measuring travel and tourism
competitiveness
The TTCI is a comprehensive
index that aims to measure the factors
and policies that make it attractive to
develop the T&T sector in different
countries. The TTCI cover three
broad categories that facilitate or
drive T&T competitiveness. These
categories are presented as three sub-
indexes: The following Figure 1. The
TTCI Framework cited from The
ASEAN Travel & Tourism Competi-
tiveness Report 2012:3.
By 2015, ASEAN will
provide an increasing number of
visitors to the region with authentic
and diverse products, enhanced
connectivity, a safe and secure
environment, increasing quality of
service, while ensuring and increased
quality of life and opportunities to
residents through responsible and
sustainable tourism development.
The strategic plan identifies
three strategic goals: (1) developing
experiential innovative regional
products and creative marketing and
investment strategies; (2) increasing
the quality of human resources,
services, and facilities in the region;
and (3) enhancing and accelerating
travel facilitation and ASEAN
connectivity. (ASEAN Secretariat
2011)
Why Human Capital Com-
petence for Tourism in Upper
Northern Thailand towards
ASEAN Economic Community is
Important?
Modern conceptualizations
of sustainable, including tourism,
argue that development initiatives
should originates from the
communities that will be most
affected by them. Thus control of the
resources involved and the instigation
of new tourism development
initiatives need to rest in the hands of
the destination communities them-
selves.
Timothy (2007) determined
four degrees of empowerment that
reflect destination communities in the
developing world.
(1) Political empowerment
exists when development problem
ownership and the benefit of tourism
are located squarely in the hand of
the destination communities.
(2) Social development is
particularly important for societies in
which social hierarchy exists based
on caste or ethnicity. Today native
wisdom is believed to be an
important tools for finding solutions
for less-sustainable use of resources
(Briassoulis 2002, Khan 1997).
(3) Psychological empower-
ment is similar to social empower-
ment in that community grows when
indigenous knowledge is utilized, and
it can help communities appreciate
and respect their own heritage more
frofoundly (Timothy 2007).
(4) Economic empowerment
is evident as tourism begins to
produce true economic benefit for
destination residents (Scheyvens
1999). Jobs are created and income is
received and shared.
Volume 5 Number 1, January-June 2017
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Human capital is the stock
of competencies, knowledge, habits,
social and personality attributes,
including creativity, cognitive
abilities, embodied in the ability to
perform labor so as to produce
economic value.
Human capital is the stock of
competencies, knowledge, habits,
social and personality attributes,
including creativity, cognitive
abilities, embodied in the ability to
perform labor so as to produce
economic value.
Competence, ability, skills
or knowledge? Often the term
“knowledge” is used. “Competence”
is broader and includes cognitive
ability and further abilities like motor
skills and artistic abilities. The
broader terms “competence” and
“ability” are interchangeable.
The provision of products or
services relies on the completion of a
number of tasks. Collectively, these
tasks form „jobs‟. Job analysis is the
systemic process of examining jobs
and obtaining detailed information
about them. It involves evaluating the
tasks, duties, and responsibilities
associated with a job and assessing
the knowledge, skills and abilities
required to perform the job
adequately. Stone (2008:153) notes
that job analysis „focus on the job
content, the job requirement and the
job context. It identifies what
employee are expected to do. The
purpose of job analysis is to gather
information for the other Human
Resource Management (HRM)
activities such as development of job
description and job specifications, job
design, HRM planning, recruitment,
selection, training, appraisal and
compensation.
The fundamental information
gained from job analysis consists of
two types: job description and job
specifications. DeCiere and Krammer
(2006):179) describes a job
description as an inventory of “the
task, duties and responsibilities
(TDRs) that a job entails‟. This leads
to the realities that performing a job
satisfactorily involves more than just
fulfilling the requirements of a job
description. Jobs require individual to
possess specific knowledge, skills,
abilities and other personal
characteristics. These are generally
contained in job specifications. Job
specifications are the human attribute
or human capital of the job. They
form an inventory of the knowledge,
skills, abilities, personal charac-
teristics and formal qualification,
which an individual must possess in
order to perform the job
satisfactorily. This is particularly
pertinent to the tourism and
hospitality industry because the
individual qualities of employees
contribute to the success of an
organization (Goldsmith et al., 1997:
Lee-Ross & Pryce, 2004; Mahesh,
1998; Schneider & Bowen, 1995). Of
interest is Mahesh‟s (1988:10)
comment:
the customer‟s perception of
service quality is more directly linked
to the morale, motivation, know-
ledge, skills and authority of front
line staff who are in direct contact
Volume 5 Number 1, January-June 2017
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with customers, than in the case of a
product selling organization.
Hence, human capital is a
key consideration for service
industries. The information collated
into job descriptions and job
specifications is useful in the
development of selection criteria,
recruitment process, selection
techniques (personality tests),
interview questions, and criteria
performance management and
appraisal. Such benchmarks ensure
adherence to equal employment
opportunities requirements.
Strengthening Human Capital
Competence for Tourism
Industry in Upper Northern
Thailand Required to Establish
Standardization?
The upper northern Thailand
is consisted of 8 provinces:
Chiangmai, Chiangrai, Lampoon,
Phayao, Lampang, Phrae, Nan and
Mae Hong Son. These provinces are
rich in cultural resources which is
well known as “Lanna Culture”
specifically terminology familiarized
in northern Thailand which
comprising historical properties,
artifacts, archaeological sites and
ancient structures and moreover, non
– physical resources such as way of
life, standard of practice, value,
belief, religion and pattern of
interaction.
Although the tourism
industry could benefit from better
informed customers. Furthermore
standards are of value to those
developing tourism and travel
standards. There exist few
standardized large platforms which
lack an appropriate mapping of the
existing structure to robust semantic
descriptions. Standardizing the main
protocols and ontologies is needed
but the complexity is too high. So it
is impossible to create a meta
standard of the tourism industry.
The overall understanding
on ASEAN tourism industry, there
are opportunities that ASEAN aims
to leverage on taking an influencing
role in regional partnership and
setting of ASEAN Economic
Community in 2015. In order
ASEAN tourism to be successful, the
researchers had made an attempt to
assess the standard of the cultural
tourism sites of Lanna culture and
indigenous wisdom in 8 upper
northern provinces in Thailand.
RESEARCH OBJECTIVES
(1) To investigate and
analyze the potential areas in the
upper northern part of Thailand with
particular emphasis on cultural
tourism in the perspectives of
integrated Lanna culture and
indigenous wisdom linked to cultural
tourism.
(2) To study skills and
practical standard of the personnel
involved in Lanna culture and
tourism based on indigenous wisdom.
(3) To establish human
capital building strategy involved in
Lanna culture and tourism based on
indigenous wisdom.
(4) To propose planning
policy to increase tourism value
added of the country as well as
Volume 5 Number 1, January-June 2017
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tourism development plan in
collaboration of tourism of ASEAN
Economic Community.
RESEARCH METHODOLOGY
Scope of the study
(1) The Study Content was based on the skills and practical
standard of the personnel working in
the tourism industry, the formulation
of the strategic plan in building
competency of the personnel as
considerably human capital, the
proposed policy implications for
value added in accordance with the
formation of the tourism groups as a
result of ASEAN Economic Com-
munity establishment
The Scope of the Study
content was divided into two types
of tourism destination; (1) Physical
and cultural objects as integrated into
Lanna cultural identity, and, (2)
Indigenous wisdom, each type
consists of 16 tourism destinations,
total 32 tourist destination sites which
required to be evaluated the operation
quality standard by the expert
groups.
There were three types of
tourism standard to be evaluated
according to types of the tourism
destination as categorized in the
following:
Standard One: Potential to enhance
tourism attractiveness which consis-
ting 2 components;
Component I. Value on art and
culture with 7 indicators;
Indicator 1. Identity on way of life,
wisdom and knowledge
Indicator 2. Transferable culture and
tradition
Indicator 3. Beautifulness of art and
culture
Indicator 4. Ability to transfer
wisdom and knowledge with
continuity
Indicator 5. Historical, cultural and
traditional trace back
Indicator 6. Tying to locality
Indicator 7. Strengthening in keeping
identity
Component II. Potential in physical
tourism destination and arrange-
ment of tourism activity, with 3
indicators;
Indicator 1. Access to tourism
destination
Indicator 2. Tourism safety
Indicator 3. Various tourism activity
Standard Two: Potential in
managing the carrying capacity
consisting 2 components;
Component I. Potential in facili-
tation of basic amenities, with 1
indicator
Indicator 1. Potential in facilitating
the basic amenities consisting 3 sub-
indicators;
(1.1) Having complete basic
facilities such as toilet, pave way,
sign board, light post, food and
restaurant and souvenir shop,
(1.2) Having officers or tourist
guide to explain about the place in
case there ia a collection of entrance
fee,
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(1.3) Having document, leaflet or
VDO room to introduce and pro-
viding the information about the
tourism site
Component II. Potential in tourism
development extract from the
external factor, with 1 indicator
Indicator 1. Potential in tourism
development extract from the
external factor
Standard Three: Management of
cultural tourism destination consis-
ting 2 components;
Component I. Managing conser-
vation of tourism destination, with
3 indicators;
Indicator 1. Management of
maintenance and revitalization of
tourism destination
Indicator 2. Management of benefit
from area use
Indicator 3. Management in
following up and evaluating changes
as caused by tourism
Component II. Management of
tourism activities, with 5 indi-
cators;
Indicator 1. Management of service
and utilities provided to the tourist
Indicator 2. Management of tourism
activities
Indicator 3. Management in
provision of knowledge and
consciousness raising
Indicator 4. Participation of locality
in tourism management
Indicator 5. The community earning
an income
(2) The Study Areas
possess the richness of Lanna culture
in Upper Northern Culture of
Thailand which consisting 8
provinces; Chiangmai, Chiangrai,
Lampoon, Phrayao, Lampang,
Phrae, Nan and Mae Hong Son.
These provinces were considered to
be promoted as the attractive sites for
cultural tourism. The following table
has delineated the study areas which
was distributed in each province
according to classification of 2 types
tourist destination.
(3) Population and
Sampling. The purposive sampling
of the expert group which has been
categorized into 3 groups; (1) tourism
administrator and officer comprising
64 persons, (2) tourism service
provider and tourism administrative
committee comprising 64 persons,
and, (3) educator and researcher
comprising 160 persons. All expert
groups had assessed the 3 standard
forms as has been mentioned above.
The purposively selected
sampling has been categorized into 3
groups(1) tourism administrator and
officer, (2) tourism service provider
and tourism administrative
committee, and, (3) educator and
researcher, these sampling population
groups working in the study areas of
8 provinces of upper northern
Thailand, namely; Chiangrai,
Chiangmai, Mae Hong Son, Phrae,
Nan, Lampang, Lampoon, and,
Phayao. Within the sampling
population, there were two areas to
investigate into Lanna culture
identity; (1) physical culture, (2) local
Volume 5 Number 1, January-June 2017
9
wisdom linked to cultural tourism.
The total study areas were 32 tourism
destinations. Statistical use for
proving reliable evidences were mean
and standard deviation.
Provincial Area Lanna Culture Indigenous Wisdom
1. Chiangmai Wat Jedi Luang Woraviharn,
Wat Chiang Man
Doi Pui Village, Mae
Jam Cloth Weaving
Center
2. Chiangrai Wat Phra Jedi Luang, Wat
Phra Tart Phangao
Sri Don Chai Handicraft
Center Tai Lue Cloth
Weaving, Mae Sruay
Doi Chang Tea Product
3. Lampoon Wat Phra Tart Haripunchai,
Wat Jammathevi
Nong Bua Village Tai
Yong Ethnic Wood
Carving, Don Luang
Village Hand Cloth
Weaving
4. Phayao Wat Sri Komkham, Wat
Tilokaram
Tart Sobvan Village Tai
Lue Cloth Weaving, San
Pamuang Village
Hyacinth Weaving
Product
5. Lampang Wat Phra Tart Lampang
Luang, Wat Pongsanuk
Mae Hang Village Karen
Cloth Weaving,
Thanabordee Ceramic
Musuem
6. Phrae Wat Phra Tartchohae, Wat
Luang
Toong Hong Community
Traditional Dyed Cloth,
Huadong-Donmoon
Furniture Enterprise
7. Nan Wat Phra Tart Chaehang,
Wat Phumin
Nong Bua Village Tai
Lue Cloth Weaving
Design Production and
Sale Center, Chompoo
Puka Silver Work
Handicraft Center
8. Mae Hong Son Wat Jong Klang – Wat Jong
Kham, Wat Hua Wiang
Muang Pon Village
Home Stay Tourism,
Mae Lana Village Home
Stay Tourism
Volume 5 Number 1, January-June 2017
10
RESULTS AND DISCUSSION
The results of the research can
be described according to the
research objectives as appeared in
the following.
Objective 1. To investigate
and analyze the potential areas in
the upper northern part of
Thailand with particular emphasis
on the study of cultural tourism in
the perspectives of integrated
Lanna culture and indigenous
wisdom.
The situation of Lanna
cultural tourism in upper northern
Thailand was found rather high
competency especially on physical
cultural tourism in particular temples,
ancient archeological sites which
indicated civilization of Lanna
culture. This has interpreted in the
structure of Jedi and Buddha image.
The foreign tourists had always
admired and in the meantime had
paid more attention in studying
Lanna architectural environment in
the form of sculpture, wall painting
inside the temple. Some Buddhist
tourists have an attachment for
respect to these sacred sites. Some
temples are quite to be a place for
study Lanna history and civilization
had established museums which
exhibiting the ancient and rare
objects.
The situation on tourism
based on indigenous wisdom had
found evolution of cultural heritage
transmission in basketry, weaving,
thread tying, sculpture as well as way
of life which has instilled maintaining
ethnic identity. On the other hand, the
local community has developed
indigenous wisdom into several
processed products which is
beneficial for use and has produced
beautiful quality for household
decoration or for clothing purpose.
The potentiality of the two
types of tourism destination; Lanna
cultural tourism and tourism based on
indigenous wisdom were approved by
all levels of policy makers and
including technical officers involved
in policy and planning and tourism
operation.
Objective 2. To study skills
and practical standard of the
personnel involved in Lanna
culture and tourism based on local
wisdom.
The situations of Lanna
cultural tourism in upper northern
Thailand had found skills and
standards of operation of the physical
sites of integrated with Lanna cultural
tourism, especially the leadership
competency of the Abbot and monk
staff which performed administering
monastery activities through
managerial system of the temples.
The tourist guides had taken the
tourist in group to visit around the
temples, for general public can visit
temples individually or in a small
group to pay a respect to the Buddha
image inside the temple, walking
around to admire the beauty of the
wall painting, door and window or
traditional sculpture decoration of the
temple roof front.
Volume 5 Number 1, January-June 2017
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The tourism based on
indigenous wisdom found application
of the local wisdom for making
household products and the
community had promoted into
community enterprises for generating
an income. The tourists had visited
the products sold such as the weaving
village, wooden sculpture village or
the silverware museum which had
been organized by the ethnic group in
making necklace, ring, belt to replica
of traditional ornament style. In some
community has still maintained an
identity as a way of life by
established the Home Stay to accept
the tourist to spend a living as family
with the house owner.
Skills and standards of
operation had depended on the
individual competency and
experience. At any rate, skills and
competency of the two types of the
cultural tourism had been supported
by the Tourism Development
Committee that had initiated
revitalization of traditional art in
forming into wooden sculpture
village at provincial and local levels.
Objective 2 was consisted
three types of tourism standard to
be evaluated according to types of
the tourism destination as catego-
rized in the following:
Standard One: Potential to
enhance tourism attractiveness,
Standard Two: Potential in
managing the carrying capacity,
Standard Three: Manage-
ment of cultural tourism destination,
The following Table 2.
below has shown an evaluation of
Standard One: Potential to enhance
tourism attractiveness which
consisting 2 components that the
researchers had selected Component
I. on identity, ways of life, local
wisdom and body of knowledge as
has been evaluated by the expert
groups; tourism administrator and
officer, tourism service provider and
tourism administrator, scholar and
researcher by investigating in 2
different tourism sites of each 16
tourism destination; Lanna Culture
and Indigenous /local wisdom, total
32 sites. The selected Indicator I. was
consisted of 3 sub- indicators;
(1.1) To create the learning
value which enabling to compare
with basic conventional experience,
(1.2) To be able to increase
tourism value for increment of
various tourism activities in the
future,
(1.3) To represent the
community identity at local,
provincial and regional levels which
enabling to communicate with the
visitors.
Table 2 revealed that
Standard One: Potential to enhance
tourism effectiveness in upper
northern Thailand with Component I
on the selected Indicator I “Identity
on way of life, wisdom and
knowledge”, which comprising
Indicator 1.1, Indicator 1.2, Indicator
1.3. Table 2 has shown the following
findings.
(1) Lanna cultural tourism
by an evaluation of the expert groups
Volume 5 Number 1, January-June 2017
12
found Indicator 1.3 and 1.2 had very
high potential ( = 4.75, 4.61),
Indicator 1.1 had indicated high
potential ( = 4.52), respectively..
(2) Tourism based on
indigenous wisdom, it was found by
an evaluation of the expert groups on
16 tourism destination sites had
indicated Indicator 1.3 had very high
potential ( = 4.78), as well as
Indicator 1.2 and 1.3 were evaluated
which found very high potential ( =
4.71, 4.50), respectively..
(3) On the whole, tourism
destination as evaluated by the expert
groups had found very high
competence of the three indicators;
1.1 ( = 4.51), 1.2 ( = 4.66), 1.3 (
= 4.77), respectively.
Standard Two: Potential in
managing the carrying capacity
consisting 2 components which the
researcher had selected
Component I. Potential in
facilitation of basic amenities, with
Indicator 1 consisting 3 sub-
indicators:
(1.1) Having complete basic
facilities such as toilet, pave way,
sign board, light post, food and
restaurant and souvenir shop,
(1.2) Having officers or
tourist guide to explain about the
place in case there is a collection of
entrance fee,
(1.3) Having document,
leaflet or VDO room to introduce
and providing the information of the
tourism site.
Table 2. Indicating Standard One on The Selected Indicator I “Identity
on way of life, wisdom and knowledge” of 32 tourism destination as evaluated
by the expert groups.
Expert groups Statistics
Level of Tourism Destination
Potential
Indicator
1.1
Indicator
1.2
Indicator
1.3
1. Lanna Cultural Tourism
Tourism Administrator
and Staff Mean 4.52 4.52 4.84
Std. .586 .714 .374
Tourism Service Provider
and Tourism
Committee Mean 4.58 4.63 4.77
Std. .498 .531 .425
Scholar and Researcher Mean 4.46 4.63 4.70
Std. .503 .522 .533
Total Mean 4.52 4.61 4.75
Std. .517 .564 .467
Volume 5 Number 1, January-June 2017
13
Expert groups Statistics
Level of Tourism Destination
Potential
Indicator
1.1
Indicator
1.2
Indicator
1.3
2. Tourism based on Indigenous/Local Wisdom
Tourism Administrator
and Staff Mean 4.35 4.39 4.65
Std. .647 .722 .573
Tourism Service Provider Mean 4.51 4.65 4.67
Std. .504 .572 .696
Scholar and Researcher Mean 4.55 4.88 4.92
Std. .502 .329 .267
Total Mean 4.50 4.71 4.78
Std. .527 .535 .542
3. Tourism Destination in Upper Northern Part
Tourism Administer and
Staff
Mean 4.44 4.46 4.75
Std. .616 .713 .484
Tourism Service Provider
and Tourism
Administrative
Committee
Mean 4.54 4.64 4.71
Std. .501 .553 .594
Scholar and Researcher Mean 4.50 4.76 4.82
Std. .502 .445 .425
Total Mean 4.51 4.66 4.77
Std. .522 .550 .508
Table 3. Indicating Potential in managing the carrying capacity on the
selected Component I. “Potential in facilitation of basic amenities” with
selected Indicator 1. as evaluated by the expert groups in 32 tourism
destinations.
The Expert
Groups Statistics
Level of Tourism Destination Potential
Indicator
1.1
Indicator
1.2
Indicator
1.3
1. Tourism based on Indigenous/Local Wisdom
Tourism
Administrator Mean 4.08 3.84 3.92
Volume 5 Number 1, January-June 2017
14
The Expert
Groups Statistics
Level of Tourism Destination Potential
Indicator
1.1
Indicator
1.2
Indicator
1.3
and Staff
Std. .812 .987 .812
Tourism
Service
Provider and
Tourism
Committee Mean 4.52 3.54 4.27
Std. .545 1.304 .736
Scholar and
Researcher Mean 4.35 4.26 4.33
Std. .834 .720 .873
Total Mean 4.36 3.92 4.23
Std. .747 1.064 .822
2. Tourism based on Indigenous/Local Wisdom
Tourism
Administrator
and Staff Mean 4.00 3.52 3.78
Std. .603 1.310 .795
Tourism
Service
Provider Mean 4.43 3.87 4.32
Std. .665 1.397 .714
Scholar and
Researcher Mean 4.38 4.38 4.48
Std. .799 .799 .728
Total Mean 4.34 4.04 4.31
Std. .729 1.195 .765
3. Tourism Destination in Upper Northern Part
Tourism
Administer and
Staff Mean 4.04 3.69 3.85
Std. .713 1.151 .799
Tourism Mean 4.47 3.73 4.30
Volume 5 Number 1, January-June 2017
15
The Expert
Groups Statistics
Level of Tourism Destination Potential
Indicator
1.1
Indicator
1.2
Indicator
1.3
Service
Provider and
Tourism
Administrative
Committee
Std. .615 1.361 .721
Scholar and
Researcher Mean 4.37 4.33 4.41
Std. .812 .763 .799
Total Mean 4.35 3.98 4.27
Std. .736 1.136 .791
Table revealed the tourism
situation as evaluated the standard of
operation by the expert groups which
had found that Lanna cultural tourism
had fully managed and indicated
potential in facilitation of basic
amenities in provision of toilet.
direction sign, light post, food and
beverage as well as souvenir stalls
which showing high level in Indicator
1.1, 1.2, 1.3 ( = 4.36, 4.23, 3.92),
respectively.
The 16 tourism destinations
based on indigenous wisdom in
managing the carrying capacity with
emphasis on ability to manage with
potential in facilitation of basic
amenities were found by an
evaluation of the expert groups that
Indicator 1.1 and 1.3 had shown high
potential ( =4.34, 4.31) but
Indicator 1.2 had shown high
potential in providing information
officer to explain about the tourism
sites ( =4.04).
On the whole the two types of
cultural tourism; Lanna cultural
tourism and tourism based on
indigenous wisdom, as evaluated by
the expert groups had shown
potential in managing the carrying
capacity at the high potential level
(Indicator 1.1, =4.35, Indicator 1.2,
=3.98, Indicator 1.3, =4.27),
respectively.
Standard Three: Manage-
ment of cultural tourism
destination consisting 2 compo-
nents, the researcher has selected
Component II Management of
tourism activities and Indicator 2.
Management of tourism activities
The selected Indicator 2 is consisted
of sub-indicators:
(2.1) There is the Admini-
strative Committee in managing
Volume 5 Number 1, January-June 2017
16
tourism activities according to plan,
project and events,
(2.2) There is an
advertisement and public
relations dealing with various
types of tourism activities,
(2.3) Tour company, hotel
business, car renting, restaurant,
known about tourism activities,
having hotel reservation and
tourism services are booked
within and outside the countries.
Table 4. Indicating Standard Three: Management of cultural tourism
destination with selected Component II. and Indicator 2 “Management of
tourism activities” as evaluated by the expert groups in 32 tourism
destinations.
The Expert Groups Staiistics
Level of Tourism Destination
Potential
Indicator
2.1
Indicator
2.2
Indicator
2.3
1. Tourism based on Indigenous/Local Wisdom
Tourism Administrator
and Staff
Mean 4.08 4.36 4.32
Std. .572 .700 .852
Tourism Service
Provider and Tourism
Committee
Mean 4.02 4.38 3.83
Std. .729 .606 1.078
Scholar and Researcher Mean 4.18 4.39 4.28
Std. .601 .620 .726
Total Mean 4.10 4.38 4.12
Std. .645 .626 .915
2. Tourism based on Indigenous/Local Wisdom
Tourism Administrator
and Staff
Mean 3.78 4.09 3.70
Std. 1.043 .949 1.020
Tourism Service
Provider
Mean 4.40 4.43 4.25
Std. .555 .734 .897
Scholar and Researcher Mean 4.41 4.68 4.44
Std. .581 .469 .558
Total Mean 4.31 4.49 4.25
Std. .693 .700 .824
Volume 5 Number 1, January-June 2017
17
The Expert Groups Staiistics
Level of Tourism Destination
Potential
Indicator
2.1
Indicator
2.2
Indicator
2.3
3. Tourism Destination in Upper Northern Part
Tourism Administer
and Staff Mean 3.94 4.23 4.02
Std. .836 .831 .978
Tourism Service
Provider and Tourism
Administrative
Committee
Mean 4.23 4.41 4.07
Std. .660 .679 .997
Scholar and Researcher Mean 4.30 4.54 4.37
Std. .600 .562 .644
Total Mean 4.21 4.44 4.19
Std. .678 .668 .868
Table 4 revealed that 16
Lanna cultural tourism destinations as
evaluated by the expert groups found
high level in all three Indicator 2.1,
2.2, and 2.3 ( = 4.10, 4.38. 4.39),
respectively.
In the meantime, the 16
tourism based on indigenous
wisdom destinations as evaluated by
the expert groups had found high
potential in all three Indicator 2.1, 2.2
and 2.3 ( =4.31, 4.49, 4.25),
respectively.
On the whole, it could be
concluded that 16 tourism
destinations that had implemented
standards of operation as evaluated
by the expert groups had indicated
high potential of all three indicator
2.1, 2.2 and 2.3 ( = 4.21, 4.44,
4.19), respectively, implying that
there is the Administrative
Committee in managing tourism
activities according to plan, project
and events, there is an advertisement
and public relations dealing with
various types of tourism activities,
and, the tour company, hotel
business, car renting, restaurant are
known about tourism activities,
having hotel reservation and tourism
services are booked within and
outside the countries.
Objective 3. To establish
human capital building strategy
involved in Lanna culture and
tourism based on local wisdom.
As had been proposed by
Tourism Business Operator that the
Volume 5 Number 1, January-June 2017
18
tourism personnel are very important
in delivery of the service quality to
the customers and had to be
proficient in languages, with having
competency in knowledge based
tourism in various aspects such
archeology and history as well to gain
insight and understanding of art and
Lanna Culture both traditional
building structure and architectural
style. These are necessary human
capital to be instilled in skills and
knowledge of the tourism personnel
to provide to the tourists.
Objective 4. To propose
planning policy to increase
tourism value added of the country
as well as tourism development.
While considering formu-
lation of the strategic plan in building
human capital for tourism personnel
was found the necessity to seek
collaboration among the Allied
Tourism Organizations by ways of
looking into the improvement of
organizational structure as well as to
propose the national level on the
value added plan to increase the
country revenue from tourism sector.
Above all, the Allied Tourism
Organizations should set up the
tourism networks among countries in
ASEAN Economic Community.
As gleaned from the opinion
of the Tourism Business Operator
that suggestion can be proposed to
increase tourism value added of the
country as well as tourism
development that the key factor
should rest upon Ministry of
Tourism and Sport to lay the
foundation and policy implications at
all levels from regional and area
based tourism in upper northern
Thailand. This is the important
linkage within Thailand and with
strong formation of networking
efforts, it is possible to connect with
the tourism policy of ASEAN
countries.
CONCLUSION AND
RECOMMENDATIONS
It was found through an
assessment of the quality of
managing Lanna related to cultural
tourism, the potential of carrying
capacity especially temples, ancient
archeology has indicated authenticity
and possess architectural value. The
standard and skill in operating
tourism as well as ways to preserve
cultural tourism which had appeared
that the personnel needs to gain
experience and understanding to
corporate with the government
agencies involved in revitalized of
the cultural objects as well as the
physical one.
The indigenous wisdom was
found to be utilized and created the
value added to make and create
innovative production that are
favorable such as modern and
traditional souvenir, or making other
things for beneficial use such as
cloth weaving or silver ornaments
which is the unique craft of the ethnic
groups.
The overall picture of this
research concluded that tourism as a
Volume 5 Number 1, January-June 2017
19
mode of development impinges
directly upon issues of power
relations, the way in which external
capital is accommodated in national
context, the legitimacies of planning
procedures, land rights, ownership,
access, community networking, and
the legacies of social inclusion and
social exclusion. These
interrelationships between tourism
and substantive matters of
development have become the focal
points for policy at regional, national,
and international level. In policy and
planning terms much has been done
to “protect” culture, heritage
resources and related natural
environments from the excesses of
unplanned and uncoordinated tourism
development (Robinson and
Boniface, 1999). Focus has very
much been on attempting to alleviate
the unwanted consequences of
tourism (de Kadt), 1979). However,
as our understanding on the
complexities of cultures have
evolved, and the pace and extent of
change has increased within the
context of globalization, so too have
new challenges emerged, and so new
ways of addressing problems are
required.
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